Athavle Foods – Methi Thepla Animated Reel
February 5, 2025 2025-02-21 7:22Athavle Foods – Methi Thepla Animated Reel

Athavle Foods – Methi Thepla Animated Reel

Client Overview
Athavle Foods, based in Pune, Maharashtra, is a renowned Indian food manufacturer with a long-standing history dating back to 1946. They have earned a reputation for producing a diverse range of high-quality, authentic Indian food products, particularly specializing in Maharashtrian cuisine. Their offerings include a wide array of sweets like barfi and ladoo, savory snacks such as chips and chivda, and traditional dishes like wadi and poli. Athavle Foods prides itself on using quality ingredients and time-honored recipes to create delicious and wholesome food, making it a trusted and well-respected brand, especially within the Pune region. Their commitment to tradition and quality has solidified their position as a go-to source for those seeking genuine Indian flavors.

Product Overview

Athavle’s Methi Thepla offers a healthy, travel-friendly, and convenient meal option, particularly popular for its ease of use. However, while it ticked all the boxes for a wholesome snack, Athavle Foods recognized the need to broaden its appeal, especially within the school tiffin market. The biggest hurdle they faced was market saturation. Numerous brands offered similar Methi Thepla products, making it difficult for Athavle to differentiate their version, even with its excellent taste and convenient packaging. Despite the quality of their product, cutting through the competitive landscape and capturing the attention of consumers, especially parents packing lunch for their children, proved to be a significant challenge
Challenge
Athavle Foods had a set of very clear objectives:
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Make Methi Thepla more appealing to children and parents.
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Address a common mealtime struggle - kids refusing leafy vegetables.
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Create an engaging, relatable campaign that speaks to everyday experiences.
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Grow organically to build a community, connect deeply, and achieve lasting success.
Brainstorming & Strategy
During our initial discussions, we focused on:
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The Pain Point:
Athavle's Methi Thepla, despite its delicious taste and convenient packaging, struggled to stand out in a crowded market. Numerous competitors offered similar products, making differentiation a key challenge. -
The Hook:
Many kids dislike methi bhaji, making it difficult for parents to ensure a nutritious diet. A relatable mother-daughter conversation that would instantly connect with parents. -
The Visual Style:
A warm, illustrated animation that’s fun for kids and adults alike yet informative for parents. -
The Organic Growth Strategy:
Since the goal was a natural reach, we focused on storytelling, shareability, and relatability rather than ad-driven exposure.
Creative Execution
Animated Reel Concept:
Voiceover, Illustration & Animation:
- Playful visuals ensured kids enjoyed watching.
- Expressive character animations made the story engaging.
- Smooth transitions and motion graphics emphasized the product’s freshness and convenience.
- Use of little girl’s Voice Over enhanced the overall impact of the reel
Organic Social Media Strategy:
- No paid ads or boosts - 100% organic growth.
- Designed for high shareability & saves to reach new audiences.
- Relatable content encouraged parents to tag others, increasing virality.
Results & Impact
Massive Reach & Engagement (Organic Only!)
- 2.03 Lakh+ plays (165,160 initial, 38,624 replays)
- 1,47,461 total reach (99.4% non-followers)
- 8.5K+ likes | 3.1K shares | 510 saves | 18 comments
- Total Interactions: 12,130 | Profile Activity: 404
- Brand Growth: 404 new followers without paid promotions
Why This Worked?
Relatable & Emotionally Driven:
Visually Appealing:
Shareable & Tag-Worthy:
Zero Paid Promotion:
Final Thoughts
This campaign served as a powerful testament to the impact of organic, creative storytelling. By focusing on relatable narratives and engaging visuals, we achieved significant results without investing in paid advertising. The campaign generated substantial engagement, including likes, comments, and shares, demonstrating a genuine connection with our target audience. This organic engagement translated into increased brand visibility, expanding our reach and introducing Athavle’s Methi Thepla to a wider audience. Most importantly, the campaign sparked real customer interest, driving inquiries, website visits, and ultimately, sales. This success underscores the value of investing in high-quality, authentic content that resonates with consumers on an emotional level, proving that organic reach can be a highly effective strategy for building brand awareness and driving business growth. It highlights the power of understanding your audience, crafting compelling stories, and letting the content speak for itself.
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